What is Theoretical Incidence Rate?
It is the frequency of something occurring in a given population. If 20% of all households in the U.S. have a color laser printer at home, for instance, then the Theoretical Incidence Rate (T.I.R) of color laser printers in households is 20%.
Note: From a practical standpoint, market research firms are interested in knowing bottom line what percentage of people contacted will actually qualify and complete the survey. Our Actual Incidence Rate (AIR) calculator answers this question.